Just days after announcing rapper Lil Ghost as its new Chinese brand ambassador, MCM has unveiled hip hop musician A$AP Nast as the face of its Autumn/Winter 21 collection.
The latest collection is part of the German luxury brand’s 45th anniversary campaign and spotlights the musician in MCM’s M’ETAVERSE. The M’ETAVERSE is described as “uniting multiple lives at a singular point, creating a nexus between the natural, virtual and communal worlds. A realm where contrast equals harmony”.
The campaign stars – A$AP Nast (pictured above), digital creators Stella Lucia and Kiddy Akita and model Lukas Marshall – navigate the M’ETAVERSE sporting the season’s leather goods in vibrant hues inspired by the sights, flavours and emotions of travel. The colours are digitally enhanced, resulting in tones that excel in the virtual and physical worlds alike, MCM said. Italian leather and embossed Spanish leather function as textured canvases for these upgraded shades, adding another layer of sensorial delight.
Through a mix of structured tailoring and deconstructed silhouettes, the elevated looks of the 45th anniversary apparel collection seek to epitomise the past and future of MCM. The styles are also designed to represent the modern individual.
The campaign introduces MCM’s new Cubic Logo and emphasises the timeless nature of MCM’s signature Visetos material, consisting of letters, laurel leaves and Bavarian diamonds. True to its nomadic roots, the heritage monogram graces miniature Boston bags inspired by archival luggage and modular crossbody bags for multi-occasion use.
In addition, MCM has revamped the classic crest with the Color Splash Visetos line. The codes shine brightly on black leather goods, aiming to “project starry optimism akin to a polychromatic night sky”, according to the brand.
See the A/W21 campaign video: https://us.mcmworldwide.com/en_US/collections/autumn-winter-21
